Metropolitan board approves up to $6.3 million for expanded campaign to promote conservation, educate public

• Worst-case dry conditions, Delta supply uncertainties initiate largest public outreach effort in Metropolitan history

LOS ANGELES, CA, June 12, 2007 -- Addressing 2007's worst-case dry conditions, further clouded by uncertainties raised by recent pumping restrictions on water supplies from the Sacramento-San Joaquin Delta, Metropolitan Water District's Board of Directors today approved an expanded regional public education, communications and advertising campaign.

Metropolitan's board authorized up to $6.3 million in fiscal year 2007-08 for a sustained, multi-pronged campaign -- the largest single such outlay in district history -- using radio, television, print, on-line and outdoor advertising, along with an extensive media and community relations effort. The year-long campaign will call for voluntary water conservation, promote water-saving rebates and incentives, and educate the public about the uncertainties of future Delta supplies.

"While there are no supply shortages projected for this year, the record dry year in Southern California -- combined with a severe, eight-year drought on the Colorado River and the state's recent decision to severely limit Delta exports because of potential Delta smelt impacts during a below-normal year of rainfall and snow in Northern California -- challenges us to do more with less," said Metropolitan board Chairman Timothy F. Brick.

"Southern Californians can take comfort in the investments the region has made to diversify supplies and solidify water reliability, but there is no doubt that the time is right for a strong call for voluntary conservation," Brick added. "Supply conditions have drawn consumers' attention to the fact that we live in a semi-arid climate, requiring that we make further gains in water awareness and conservation practices."

Working in collaboration with its 26 member public agencies, Metropolitan is currently in the midst of a region-wide radio advertising campaign offering consumers easy-to-follow examples of how they can save water and stretch supplies. The "Let's Save" campaign, augmented by the Los Angeles Department of Water and Power last week, sponsors traffic report spots on 91 radio stations throughout the Southland through mid-July.

The board today exercised the third and final year option with Irvine-based Johnson/Ukropina Creative Marketing for $5.45 million for regional advertising services.

"Today more than ever, conservation is an integral part of our regional water supply picture, particularly as we plan for next year and beyond," said Metropolitan General Manager Jeff Kightlinger. "With water agencies up and down the state counting on everyone to do their fair share to save water, now is the time for residents and businesses to act. The water we save now may be the water we need next year."

Along with the advertising campaign, partnerships will be the key to the outreach plan's success, Kightlinger said.

"We will be casting a large net to generate support among individuals and organizations, including member and retail water agencies, elected officials, government agencies, municipalities, power utilities, sanitation districts, businesses and non-profits, to spread the water-saving word. We cannot afford to leave anyone out," he added. "This outreach effort also must help better educate Southern Californians about the fragility of the Delta and our water supply system."

The expanded campaign is the first of several water-use efficiency actions to be considered by the Metropolitan board in coming months. In July, the board will consider new conservation incentive approaches formulated over the last year in collaboration with Metropolitan's member agencies. In August, the board is expected to deliberate an update to Metropolitan's five-year conservation plan.

The Metropolitan Water District of Southern California is a cooperative of 26 cities and water agencies serving 18 million people in six counties. The district imports water from the Colorado River and Northern California to supplement local supplies, and helps its members to develop increased water conservation, recycling, storage and other resource-management programs.

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